Gross Rating Points (GRP) is a standard metric used in advertising to measure the total exposure or "weight" of an advertising campaign. GRP combines reach (the percentage of the target audience exposed to the ad) with frequency (the average number of times each person sees the ad) to provide a comprehensive view of campaign impact.

What is GRP?

Definition

Gross Rating Points measure advertising exposure
Combines reach and frequency metrics
Standard unit for media planning
Used across traditional and digital media

Calculation

GRP = Reach (%) × Average Frequency
Reach: Percentage of target audience reached
Frequency: Average exposures per person
Sum of ratings across all ad placements

GRP Components

Key Components

Understanding reach and frequency

Reach:

Percentage of target audience exposed to ads
Measured at least once during campaign
Important for awareness campaigns
Typically 1-99% depending on media buy

Frequency:

Average number of times reached audience sees ads
Calculated as GRP ÷ Reach
Important for message retention
Typically 1-10+ depending on campaign goals

GRP Benchmarks by Media

Media Type	Typical GRP Range	Campaign Duration	Key Characteristics
Television	100-500+	4-13 weeks	High reach, mass audience
Radio	50-200	2-8 weeks	Local targeting, frequency building
Newspaper	20-100	1-4 weeks	Local focus, detailed messaging
Digital Display	10-50	Ongoing	Targeted, measurable, retargeting

GRP Interpretation

Low GRP (1-50):

Introductory campaigns
Brand awareness building
Test markets
Limited budget campaigns

Medium GRP (51-150):

Regional campaigns
Product launches
Seasonal promotions
Established brand support

High GRP (151+):

National campaigns
Major product launches
Market dominance
High-stakes competitions

GRP vs Other Metrics

GRP vs Reach:

Reach measures audience size
GRP measures total exposure weight
Reach is a percentage
GRP includes frequency multiplier

GRP vs Impressions:

Impressions count ad views
GRP standardizes across media
Impressions are absolute numbers
GRP accounts for audience size

GRP Optimization

Reach Optimization:

Media mix selection
Geographic targeting
Daypart selection
Cross-platform integration

Frequency Management:

Flighting schedules
Ad rotation strategies
Wear-out prevention
Message reinforcement

GRP in Campaign Planning

Budget Allocation:

GRP per dollar spent
Cost efficiency analysis
Media buying optimization
ROI maximization

Campaign Objectives:

Awareness building goals
Frequency requirements
Reach targets
Campaign duration planning

GRP Limitations

Measurement Issues:

Assumes equal audience sizes
Doesn't measure engagement
Limited demographic detail
Historical metric origins

Modern Challenges:

Fragmented media landscape
Digital measurement complexity
Cross-device tracking issues
Ad blocking impact

Key Takeaways for GRP

GRP measures the total weight of advertising exposure by multiplying reach by frequency
Higher GRP indicates greater total campaign exposure and advertising pressure
GRP is essential for comparing campaigns across different media and markets
Typical GRP ranges vary significantly by media type and campaign objectives
GRP helps media planners balance reach and frequency for optimal campaign impact
The metric is most valuable when combined with other campaign performance indicators
GRP remains a standard metric despite limitations in the digital advertising era
Effective GRP management requires understanding both reach and frequency dynamics

GRP Calculator

Campaign Metrics

Campaign Details

GRP Results

Reach & Frequency

Campaign Analysis

Understanding Gross Rating Points (GRP)